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Commercial Break Attention to Retail

François van Eeden has lived retail for most of his life. Starting out as a shop assistant, his flair for display eventually led him to start his own in-store display and promotional décor company. Later he shifted into the retail- and commercial-design sector and founded his company, Transparency Retail Store Development (TRSD), over three years ago.

 François’s retail projects include the new Ecoco store and Tribal Trends in Cape Town, amongst others. He and his team have also been creating bespoke display communications and promotional décor for the likes of Errol Arendz, Mustardseed & Moonshine and Decorex (2006 and 2007). His latest commercial project is 62 Strand Street in Cape Town. You’ve designed Fruit & Veg City stores and Super Spars all over South Africa. What do you look to accomplish in retail design? TRSD aims to ensure a sophisticated environment with an emphasis on quality, lifestyle and affordability, and to lead the way in terms of how supermarkets are projected to the consumer. It’s all about brand experience! Supermarket spaces have to make all the products on their shelves look desirable. Besides the aesthetic, there are also practical considerations that need to be taken into account and we enjoy fusing desirability with the more practical elements to create a space that’s unique.

 What do you wish to achieve in the specialised boutiques that you’ve designed, such as the beautiful Ecoco and Tribal Trends? Retail spaces differ considerably from commercial ones in that they have a stronger brand presence that has to be reflected. You need a very accurate idea of branding and where and how the client and consumer view the brand. All elements must complement this brand ethos. There’s much more individuality and distinction involved in creating a specialised store, and the result must be able to stand against international standards.

How do you maximise product display space whilst maintaining customer satisfaction? The general layout is dictated by a blueprint or model that is formulated by the supermarket group for all stores. TRSD inputs on general space planning, and addresses any flow and volume issues. But, more importantly, we enhance the brand by creating the aesthetic of the store in a ‘new generation’ way. Brand experience is important and this is where TRSD adds tremendous value.

Why did you recently start TRSD Construction?  TRSD Construction was formed out of a need to take more control of the projects TRSD was designing and managing, thereby ensuring quality. By keeping all elements of the design and the final delivery in-house, all team members are familiar with the design concept and the related brand values.

Your latest project, 62 Strand Street, is being completed without halting store trade. How did you manage to achieve this? It was a challenge! We had to work around people – effective communication ensured everything was achieved with minimal disruption.

The project is a renovation of a 1960s building. How do you modernise an old retail building? The Matador Building is 42 years old so there was a desperate need for the building to come into its own architecturally. Following a thorough cleaning and the installation of proper illumination, the old architectural features were highlighted.  The building now creates an interesting canvas on which the illumination element of the project works very effectively.

How have mall designs changed over the past decade? There’s a move towards more transparent shopping spaces with the use of glass.  Malls also incorporate more natural light. The basic common denominators of mall design are pretty much the same but the design elements and materials used are changing. Floor finishes are more prominent with detailed designs in reflective and non-reflective materials. Illumination is used in specific design forms to create ambience and mood. There’s also a move towards open-air shopping with the ‘boulevard’ or ‘avenue-themed shopping malls.

What do you see as future trends in mall and retail design? I foresee a huge move away from American-style malls towards a more European-style shopping experience. Greening is on the increase with tree-filled squares and pedestrian malls. Shopping developments like Willowbridge lend themselves to a more continental style of retail. Location is becoming increasingly important – people don’t want superficial environments with stark lightning anymore. They want to be surrounded by natural elements like sunlight and trees. The shopping-mall experience should satisfy the consumer’s need for escapism.